61 (More) Copy Starters for Letter and Email Openers

Are you ever stumped for starters when it comes to writing that all-important first sentence in an email or direct mail letter? Don’t worry, you’re not alone. Here’s how I know: Three years ago, I wrote “48 Idea-Starters for Letter and Email Openers” and it continues to be one of my most widely read columns from the 17 years I’ve written for Target Marketing. I also did a follow-up webinar on the same topic that drew more than 1,000 registrations (This webinar is still available online, so check it out for free!). As you can see, you’re not alone in your concern about how to write openers that reel in more readers. As writers, we know the opening sentence can be both a hot spot and a rough spot. It’s a hot spot because it’s where a scanner’s eye lands first when looking for the answer to: “What’s in it for me if I keep reading?” It’s also a rough spot for writers because of the pressure we put on ourselves to get the opener right. And get it right the first time. Whether it’s one word or 10, we can stare at a piece of paper or computer screen for hours waiting for those quintessentially perfect one to 10 words to appear. And often it doesn’t happen, making the pressure build up. So, the next time you’re stumped for an email or direct mail letter starter, try one of these. I’m adding 61 more opener ideas to my original list 48 — that’s a grand total of 109! You’ll see that some are quirky, some colloquial. Some are more appropriate for digital than traditional ink-on-paper communications. And not all are appropriate for every audience (see No. 60 and No. 61.) You’ll also quickly notice most have a conversational tone, focus on YOU-the-reader and invite readership by using engaging words (see No. 11 and No. 17). 1. You are on a short list of people who ... 2. Does this sound like you? 3. Today, you’ve reached a milestone. [caption id="attachment_48664" align="aligncenter" width="382"] This mail piece from 1-800-PetMeds uses copy-starter No. 4, Help!, to get pet owners’ attention.[/caption] 4. Help! 5. Time is running out. 6. We need to know if you ... 7. Uh-oh! Your _______ is about to _________. 8. Happy Birthday! 9. If you like ___________, then ___________. 10. Please help us ... 11. Shhh! You’re invited to a private __________. 12. Welcome! 13. Introducing ... 14. Hello there! 15. Here’s how you can ... 16. Right now, you can get first dibs by ... 17. Oops! 18. Oh, no! 19. Does this remind you of ... 20. Happy Anniversary! 21. You’re appreciated. 22. If__________, then _________. 23. I want to thank you for ... 24. Are you .... 25. I’m writing you today because ... 26. Yikes! 27. Now, you can ... 28. Because ... 29. How do you ... 30. Imagine this. 31. You recently ... 32. Tell me if you agree. 33. Am I right or wrong? 34. Call us when you ... 35. It’s almost magical the way ... 36. We are happy to tell you ... 37. As a _____________, you can ... 38. How long do you plan to _____? 39. You already know that _____. But have you ever wondered why _____? 40. Which would you rather have ... 41. Now that you’re a .... 42. You’ve been designated ... 43. What would you give to ... 44. It’s all a matter of ... 45. Bingo! [caption id="attachment_48663" align="aligncenter" width="450"] This email from Carter’s kicks off the copy with copy starter No. 46, as it congratulates the recipient on receiving a free 6-month subscription to any Highlights magazine.[/caption] 46. Congratulations! You just ... 47. Your _____________ starts here. 48. Your opinion matters. 49. Good morning! 50. Surprise! 51. All __________ is/are not alike. 52. Hooray! 53. You’re wanted! 54. Who else ... 55. Which of these ... 56. Can your _____________ pass this test? 57. Beginning (date goes here), you will .... 58. Tomorrow at this time, you will have missed ... 59. We need your feedback. 60. Duh! 61. Hey! One final tip that I also shared in my earlier column: If the perfect opening doesn’t come to you right off of the bat, don’t stress out. Go for a walk or read a book ... then just start writing. There’s a good chance you’ll find that perfect opener buried in your second or third paragraph. (I know this from personal experience.)

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61 (More) Copy Starters for Letter and Email Openers

Pat Friesen

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Pat Friesen